In the current B2B sales environment, even small mistakes affect your company's bottom line and impede your selling success.
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These days, initiative and strategy are two things that never go out of style – especially for companies that sell to commercial air conditioning service and repair businesses.
Marketing, Promotions & PR
Young B2B companies are often tempted to buy their way into the market. Rather than taking the time to develop relationships with commercial air conditioning service and repair business owners, these companies blanket the market with high-priced marketing content in hopes of gaining quick momentum with buyers.
Marketing is useful and necessary. But new businesses should channel their energy toward initiatives that support their value proposition. Although lead lists obtained from third-party vendors like Experian can equip your sales force with targeted prospects, the effectiveness of your marketing efforts is limited to your team's ability to connect marketing, promotional and PR messaging with your company's unique product traits.
How to Evaluate Sales Staff
Periodic staff assessment is essential for companies that sell in this industry. Businesses that achieve significant market share recruit the cream of the crop and routinely evaluate them against performance goals and benchmarks.
Although annual reviews may suffice for other business units, sales units should be evaluated quarterly with monthly or weekly reviews of sales totals. Training, coaching and sales incentives can be useful for improving performance and revenues. In some instances, it may be appropriate to team underperforming sales reps with reps that have more experience selling to commercial air conditioning service and repair businesses.
Casting a Broad Net
The first step in selling to commercial air conditioning service and repair businesses is to cast a broad net. Strategies that are isolated to the local market are not likely to succeed in an environment that makes effective of remote, technology-based selling tools.
Although a geographic concentration may be a useful strategy for new sellers, you will eventually need to broaden your focus to include prospects outside of your initial range. You can also broaden your prospect base by introducing new products and partnerships into the mix.
Given your interest in selling and in commercial air conditioning service and repair businesses, you might find these additional resources to be of interest.
If you have an existing commercial air conditioning service and repair business, you are in the wrong spot. These resources will come in handy:
If you want to start a commercial air conditioning service and repair business, we have some better resources for you:
If you are looking for advice on selling to a different company type, peruse our directory of sales guides below.